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Content Marketing, Simplified




   Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate
Pillar Properties: A Relaborate Success Story

Seattle based Pillar Properties develops, owns and manages
apartment residences that express the unique personality and
vitality of Seattle's signature neighborhoods.
Why Content Marketing?
 Potentials resident begin their information
  gathering process using search engines and social
  referrals.
 Companies in the rental space employ an SEO
  agency to help them make their web site as search
  friendly as possible.
 But recent changes to these search engines make a
  blog more important.
Relaborate - Pillar Properties Content Marketing Case Study - December 2012
Overview
 Pillar Properties currently owns and operates 190 apartment units
  and over 75,000 square feet of commercial space.
 Pillar Properties is involved with some of the most exciting
  development projects in the Seattle area; Stadium Place on the
  border of Pioneer Square and SoDo, and The Lyric on Capitol Hill
  are two examples of development projects in the portfolio.
 Pillar plans to expects to deliver 1,000+ apartment units over the
  next several years.
The Beginning

 In July, 2012 the Pillar Social Media
  channels were built. In the
  beginning, there was no digital buzz
  and no fans or following.
 Through a six month content
  marketing strategy, engagement is
  happening daily, Twitter followers
  continue to grow, and there have
  been leasing inquires across all
  properties.
CONTENT MARKETING, SIMPLIFIED      @aboyer | @relaborate




                         Why Does An Apartment
                      Complex Need Social Media?
Online Marketing Lead Generation

 Often, leads start as inquiries while potential
  tenants are doing their research online.
 Today, apartment searching starts online.
Content Marketing
 The potential tenant begins their information
  gathering process using search engines and social
  referrals.
 Companies in the rental space employ an SEO
  agency to help them make their web site as search
  friendly as possible.
 But recent changes to these search engines make a
  blog more important.
CONTENT MARKETING, SIMPLIFIED    @aboyer | @relaborate




              What Kind of Content Resonates &
               Adds Value To The Conversation?
Providing Community Information
Engaging Neighbors
Engaging Visual Content




                     From Facebook, Pillar found that
                   customers enjoy engaging with the
                 brand digitally. This can be translated
                     across other digital channels like
                                  Pinterest and Twitter.
Provide City Tips & Tricks
The Result
Increased Engagement
Life With Relaborate
 The agency would also use the research tools inside Relaborate to
  find background information or identify influencers who had written
  about similar topics.
 Relaborates feature set would alert the Pillar team and ask them to
  provide answers to specific questions.
 Once the post was completed, Pillar could circulate the post for
  approval or additional comments from the Pillar senior team.
 The agency would finish up the edits, publish the post, and syndicate
  the link through social media channels like Facebook and Twitter.
Relaborate is a MARKETING, SIMPLIFIED creation application with
        CONTENT web based content                 @aboyer | @relaborate

1 Writing Guides 2 Collaboration Tools 3 Trending Topics.
These make it easy for marketing managers to Get Content Started.




    1
                                              2




                                              3
CONTENT MARKETING, SIMPLIFIED   @aboyer | @relaborate

Who on Your Team Can Use Relaborate
Your Content Managers, Social
Media and Marketing Managers




Your Industry and Subject Matter
Experts. Property
Managers, Executives, even You
Content Marketing, Simplified




                                          Thanks!
                                          Email me: Andy@Relaborate.com
                                          Signup at: www.relaborate.com
                                          Follow us on Twitter: @Relaborate




This presentation is available for download at www.relaborate.com/blog

More Related Content

Relaborate - Pillar Properties Content Marketing Case Study - December 2012

  • 1. Content Marketing, Simplified Andy Boyer | Co-Founder | andy@relaborate.com | @aboyer | @relaborate
  • 2. Pillar Properties: A Relaborate Success Story Seattle based Pillar Properties develops, owns and manages apartment residences that express the unique personality and vitality of Seattle's signature neighborhoods.
  • 3. Why Content Marketing? Potentials resident begin their information gathering process using search engines and social referrals. Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible. But recent changes to these search engines make a blog more important.
  • 5. Overview Pillar Properties currently owns and operates 190 apartment units and over 75,000 square feet of commercial space. Pillar Properties is involved with some of the most exciting development projects in the Seattle area; Stadium Place on the border of Pioneer Square and SoDo, and The Lyric on Capitol Hill are two examples of development projects in the portfolio. Pillar plans to expects to deliver 1,000+ apartment units over the next several years.
  • 6. The Beginning In July, 2012 the Pillar Social Media channels were built. In the beginning, there was no digital buzz and no fans or following. Through a six month content marketing strategy, engagement is happening daily, Twitter followers continue to grow, and there have been leasing inquires across all properties.
  • 7. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Why Does An Apartment Complex Need Social Media?
  • 8. Online Marketing Lead Generation Often, leads start as inquiries while potential tenants are doing their research online. Today, apartment searching starts online.
  • 9. Content Marketing The potential tenant begins their information gathering process using search engines and social referrals. Companies in the rental space employ an SEO agency to help them make their web site as search friendly as possible. But recent changes to these search engines make a blog more important.
  • 10. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate What Kind of Content Resonates & Adds Value To The Conversation?
  • 13. Engaging Visual Content From Facebook, Pillar found that customers enjoy engaging with the brand digitally. This can be translated across other digital channels like Pinterest and Twitter.
  • 14. Provide City Tips & Tricks
  • 17. Life With Relaborate The agency would also use the research tools inside Relaborate to find background information or identify influencers who had written about similar topics. Relaborates feature set would alert the Pillar team and ask them to provide answers to specific questions. Once the post was completed, Pillar could circulate the post for approval or additional comments from the Pillar senior team. The agency would finish up the edits, publish the post, and syndicate the link through social media channels like Facebook and Twitter.
  • 18. Relaborate is a MARKETING, SIMPLIFIED creation application with CONTENT web based content @aboyer | @relaborate 1 Writing Guides 2 Collaboration Tools 3 Trending Topics. These make it easy for marketing managers to Get Content Started. 1 2 3
  • 19. CONTENT MARKETING, SIMPLIFIED @aboyer | @relaborate Who on Your Team Can Use Relaborate Your Content Managers, Social Media and Marketing Managers Your Industry and Subject Matter Experts. Property Managers, Executives, even You
  • 20. Content Marketing, Simplified Thanks! Email me: Andy@Relaborate.com Signup at: www.relaborate.com Follow us on Twitter: @Relaborate This presentation is available for download at www.relaborate.com/blog